Make the most of your Industrial Website’s About Us Pages

The About Us page is very important for converting visitors to buyers, both in industrial and ecommerce websites. The people who visit your About Us page can be more interesting in learning about your company, or looking for trust indicators as they get closer to purchase. That means you can tell these potential customers why buying from you, rather than your competitors, is the best move they can make. You have the opportunity to increase their conversion rate.

In a past article, Industrial Websites: About Us Page Holds the Secret to Increased Conversions, we discussed the importance of About Us pages for industrial sites. We had 3 major tips: open with what you DO, remember your audience, and qualify your business. That article gave some great advice on each of these tips, but there’s even more you can do to build from there. Here are a few more tactics to get your About Us page up to snuff.

Open with What You DO
Along with opening about what you DO, rather than your history, you need to show why what you do is different/better than what your competitors do. If you don’t give visitors a strong reason they should buy from you, you’ll be left competing on price. Try asking yourself a few questions to root out your marketing messages. What do you do better than anyone else? What do your customers say is their favorite part about working with you? What do you offer that your competition doesn’t offer?

Remember Your Audience
Even though your About Us page is about your company, you still need to remember that your visitors are on your site for their own reasons. You need to carefully craft your About Us page copy to not only inform them about your company, but also show how you can solve their problems better than anyone else. Try counting the number of times you use “we” or “us” compared to the number of times you use “you.” If the “we’s” greatly outnumber the “you’s,” you might want to redraft your copy to focus more on your audience.

Qualify Your Business
Since there are so many choices on the web for finding services or products, customers look for ways to establish which sites they can trust. Try using video about your company to further showcase your facilities and credentials (just make sure the quality is good or it could backfire.) You can also link to case studies that demonstrate actual successful projects and the depth of your expertise, or add quotes from satisfied customers. Giving the name of a real person or company with an endorsement of you can go a long way to building trust.

Share this: